challenge
Shutterfly wanted to create energy and excitement around their launch of holiday products.

creative solution
In the concept phase, I named the suite of holiday cards and books. The narrative for the books were popular songs from Christmas carols. The mood and tone for all holiday communication resembled the joy of preparing for the holidays, so I created vocabulary that our marketing partners could leverage across print, web and direct mail. Later in the pre-launch phase, I distilled language from our holiday catalogue, new designer cards, holiday photo books and new family album from Martha Stewart.

results
The holiday launch was successful as Real Simple, Martha Stewart Living and Domino picked up the new holiday products. Customers began purchasing holiday gifts well before the holidays, raising quarterly sales by 20% compared to the previous year.